PR Measurement – It’s Not as Hard as You Think!

Are you having a hard time proving the value of your PR campaigns? You appreciate the crucial role they play in promoting your brand, but does your boss? Effective PR measurement – a combo of digital and traditional – will bring accurate ROI results that’ll keep any boss happy.

I’ve written a comprehensive guide that offers tips, examples, tools, and a free eBook on getting results from your marketing. This post is a teaser of what you can find in the Definitive Guide to PR Measurement.

Say NO to AVEs

Just don’t go there!

AVEs – Advertising Value Equivalents – demonstrate the financial value of PR efforts. Or, they did… BACK IN THE 1940s!

You’re comparing apples with oranges – a news story is not an ad. An event is not an email. You get the picture.

Say YES to The Barcelona Principles

Established in 2010 – the Barcelona Principles provide guidelines that are now considered to be a universal standard of measurement.

It’s a simple process – set your goals, check results according to whether goals were scored or not. When PR goals equate with business results, determining the success and value of your PR campaigns is a whole lot easier.

Why measure PR?

The US PR industry brings in annual revenue of $11 billion/year. No surprise then that bosses are demanding proof of ROI and impact.

Prove the value of your PR and uncover the full picture of your brand’s performance

Measure throughout campaigns to find what’s working and what isn’t – then improve

Look to the past, to plan for the future

Arm yourself with data to defend your brand during a reputation crisis

How to Measure the Success of Your PR

Writing a press release, crafting a winning email, delivering a speech – it’s vital you find the metrics to be measured, to prove the value of you PR campaigns.

“Make measurement a mainstream part of every PR programme and campaign. It’s not a nice to have. It’s an integral part of communications.”
Alex Aiken | Executive Director of Communications, UK Government | AMEC Global Summit